It'll helicopter 10,000 pounds/12,000 euros right to you where you stand in what is billed as one of the largest ever location-based promos ever (see browser screenshot, left).

Sure, the promotion's title is creepy - "We Will Find You" - but this campaign has a lot going for it, including special high-tech packages with GPS trackers inside that the brand will use to literally fly a helicopter to your location.

There's even a set of billboards where you can use use QR codes and NFC to enter the competition and see how many GPS Kit Kats are left.

In my first book, BRANDING UNBOUND, I look at how Coca-Cola did the same thing in the UK several years ago, featuring specially-constructed cans with a button that would activate a signal so Coca-Cola helicopters can come find you.

So sure, there's nothing new under the sun. But it's definitely new for chocolate bars in a post-modern update on Willy Wonka's Golden Ticket competition.